Renault Promo, Case study BABY BOOM by OMD Paris

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Industry Cars
Media Promo & PR, Case study
Market France
Agency OMD Paris
Released September 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: RENAULT
Date of First Appearance: Sep 8 2009 12:00AM
Entrant Company: OMD FRANCE, Boulogne-Billancourt, FRANCE
Associate Director: François Petitjean (OMD)
Account Director: Remi Vernay (OMD)
Account Manager: Raphael Buis (OMD)
Buying Director: Anne Thétier (Omnicom Media Group)
Media placement: OOH - Everywhere! - September 8th 2009
Media placement: TV - ALL - September 2009
Media placement: Web - Portals - September 2009

Results and Effectiveness
Web performances: - Exclusive presence on homepage of all portals: MSN-YAHOO!-AOL-ORANGE-L’EQUIPE - 30% to 40% of SOV on media and auto websites during 10 days - 195 million contacts, 332,000 viewed pages, 2,125 leads generated Visibility: - Over 50% SOV vs. September 2008 Advertising impact (source Ipsos): The campaign broke the records! - Recall: 75% vs. 32% for Standard levels - Brand link: 86% vs. 59% for Standard levels - Attribution: 65% vs. 20% for Standard levels Impact on sales: - 56,500 orders in September - 2009= +46% vs.September 2008

Creative Execution
Idea: Make a media boom out of the Renault baby boom. To materialise this event for the Renault brand and its brand new product range, the agency deployed an unprecedented plan generating massive buzz and developing rapidly the baby boom awareness. Thus the hugest billboard campaign ever took place in France: From September 8th to 22nd 2009, Renault babies could be seen on more than 180,000 outdoor panels! From the heart of Paris to outmost suburbs, in small and big cities, the entire Renault dealership network was covered, with 122 panels, street furniture, train stations; metros… 25-second TV commercials and a web campaign accompanied this special event in France. It was impossible to avoid the Renault babies. A media strategy that allowed unrivalled exposure to the entire range during 1 month.

Insights, Strategy & the Idea
In 2005, upon his arrival, Carlos Ghosn’s assessment of the group mainly deplored the excessive dependence of the group on one model: Mégane. To reinvigorate the brand, a complete restructuring of the range in 2007 led to the Twingo launch, followed by 18 new models: Clio and Clio Estate, Grand Modus and Modus, Scenic, Koléos... A real Baby Boom that Renault chooses to represent by using real baby pictures sign the rejuvenation of the range.